Companies around the world took part in a blood donation campaign: brands have removed the letters A, B and O from their names on websites and signboards, which are used to denote blood groups in the international system.
The #MissingType project was launched at the initiative of the London Blood Transfusion Center and developed by the British agency Engine Group. The organizers of the action note that the absence of some letters in the names of famous brands arouses curiosity in people, which helps to draw attention to the problem. The slogan of the action: “Without A, O and B, we are nothing. Help fill in the gaps. " According to Engine Group, over the past ten years, the volume of donated blood has decreased by 40% - donated blood is always in short supply, so medical organizations are trying to attract new volunteers.
Last year, the campaign was held only in the UK and helped attract more than 30,000 new donors. Brands in 21 countries participated in #MissingType this year, including travel brands from Amsterdam and Toronto, Microsoft and Google, as well as print media and even some celebrities who have removed the A, B and O from their social media names.
In Russia, the Blood Service is responsible for collecting donated blood. On the organization's website, you can find out if you are suitable for the role of a donor, and find the nearest reception point. Experts note that in the summer, due to the heat and vacations, donors are decreasing, so now it is especially important to attract new people to this important cause.